Feasibility Study Coffee Club

International Marketing 250
Marketing Report Feasibility Study

Alexandre Lee Wan Lee (15641290)
Wong Shia Shin (15656207)
Felicia Valerie (16307959)
Ajay Zachariah George (16371815)
Tay Jun Wen Josh (16260269)

* 3 October 2012 -

Table of Contents 1.0 Executive Summary 1 2.0 Background Description 1 2.1 Product Description 2 3.0 Corporate vision, mission and goals 2 3.1 Vision statement 2 3.2 Mission statement 3 3.3 Corporate goals 3 4.0 Situation Analysis - PESTEL 3 4.1 Political/Legal factors 3 4.2 Economic factors 4 4.3 Social and cultural factors 6 4.4 Technology factors 7 4.5 Environmental factors 8 4.6 Competitive audit chart 10 5.0 SWOT Analysis and Implications 11 5.1 Strengths 11 5.2 Weaknesses 13 5.3 Opportunities 13 5.4 Threats 14 6.0 Marketing Objectives 15 7.0 Target Markets 16 7.1 Geographic 16 7.2 Demographic 17 7.3 Psychographic (Ajay) 17 7.4 Behaviour 17 7.5 Benefits 18 7.6 Market Segments Chart 19 8.0 Marketing mix strategies 19 8.1 Product strategies 19 8.2 Pricing strategies (Josh) 21 8.3 Distribution (place) strategies 21 8.4 Promotion Strategies 22 8.4 People 23 8.5 Process 24 8.6 Physical evidence (environment) 25 9.0 Implementation Chart 26 9.1 Evaluation chart 27 10.0 Conclusion (Ajay) 29 11.0 Appendices 30 11.1 Group exercise worksheets 30 11. 2 Others 43 12.0 References 44

1.0 Executive Summary
The focal point of this report is to examine and evaluate the possibility of expanding the Coffee Club business into a new country, specifically focusing on Malaysia. This is done by conducting a feasibility study on The Coffee Club that assesses the advantages and/or drawbacks of entering into Malaysia.

This report is organized as follows. The next section provides a brief background description of the companyand product description, followed by the company’s corporate vision, mission statement and corporate goals. Furthermore, it is

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